International Marketing 13-15

What is Integrated Marketing Communications (IMC)?

A strategy that combines all marketing tools (advertising, social media, events, etc.) to deliver a consistent message.

Why is IMC important in global marketing?

Because companies must communicate effectively across different countries and cultures.

What is advertising?

Any paid, non-personal communication used to promote a product or idea.

What is global advertising?

Using the same advertising message and strategy worldwide.

Why can global advertising work?

Because people in different countries (especially younger groups) often share similar interests and behaviors.

Name some top global advertisers.

Procter & Gamble, Samsung, Nestlé, Unilever, L’Oréal.

Why do companies spend so much on global advertising?

To build brand awareness and compete in international markets.

What is the main issue in global advertising strategy?

Whether ads should be the same worldwide or adapted for each country.

What is standardization?

Using the same ad across all markets.

What is adaptation?

Changing ads to fit local cultures and preferences.

One advantage of standardization?

Saves money and keeps a consistent brand image.

One advantage of adaptation?

Better connects with local audiences.

What are the four communication problems?

• Message doesn’t reach audience

• Message is misunderstood

• Message doesn’t lead to action

• Noise interferes with the message

What is pattern advertising?

A mix of global consistency and local adaptation.

What parts of ads are usually standardized?

Layout, visuals, brand logo, slogan.

What parts are localized?

Language, images, and cultural references.

What is a holding company?

A large corporation that owns multiple advertising agencies.

What does a full-service agency do?

Creates ads, conducts research, and handles media buying.

What factors are important when choosing an agency?

• Company structure

• Knowledge of local markets

• Area coverage

• Brand image

• Digital expertise

Why is digital expertise important?

Because marketing now relies heavily on data, technology, and online platforms.

How has digital media changed advertising?

Companies now use big data and digital platforms like social media for advertising.

Which companies dominate digital ad spending?

Google and Facebook.

What is a creative strategy?

The plan for what the message will say.

What is the “Big Idea”?

A powerful concept that connects the product to the consumer in a memorable way.

What is a rational appeal?

Uses logic and facts to persuade consumers.

What is an emotional appeal?

Uses feelings, humor, or emotions to influence consumers.

What is a selling proposition?

The main reason why a consumer should buy a product.

What is creative execution?

How the ad is presented (e.g., demonstration, comparison, storytelling).

Why must advertisers consider culture?

Because meanings, values, and norms differ across countries.

What can happen if ads are poorly translated?

Misunderstandings or negative interpretations.

What types of media are used globally?

TV, radio, internet, newspapers, magazines, outdoor ads.

Why do media choices vary by country?

Due to availability, regulations, and cultural differences.

What is public relations?

Managing a company’s image and building relationships with the public.

What are PR tools?

Press releases, events, social media, interviews.

What is the goal of PR?

To create goodwill and positive public perception.

What is negative publicity?

Bad public attention that harms a company’s reputation.

Why is PR important in global marketing?

It helps build trust, manage crises, and influence public opinion worldwide.

What is sales promotion?

Any paid communication of limited duration that adds value to a product or brand.

What are the main types of sales promotion?

Price vs. non-price promotions and consumer vs. trade promotions.

What is the purpose of sales promotion?

To provide incentives, reduce risk, create accountability, and collect customer data.

Why does headquarters sometimes control sales promotions?

Due to cost, complexity, global branding, and global retail competition.

Why do sales promotions vary by country?

Differences in income, culture, regulations, and market maturity.

What is sampling?

Giving consumers a free trial of a product.

Where can sampling take place?

In stores, by mail, print media, events, door-to-door, or online.

Why is sampling effective?

It reduces risk and encourages trial of a product.

What is a coupon?

A certificate that gives a price reduction or special deal.

What are the types of coupons?

Free-standing inserts, on-pack, in-pack, and cross coupons.

Why are coupons less effective in some countries?

Cultural attitudes may make them seem embarrassing or undesirable.

What is social couponing?

Online deals offered through platforms like Groupon.

Why is social couponing popular?

It offers discounts and connects consumers with local businesses.

What are some problems with sales promotions?

Fraud, legal restrictions, and cultural differences.

Why might promotions not work in some cultures?

Some may view them as inappropriate or against cultural/religious values.

What is personal selling?

Direct communication between a salesperson and a customer to persuade them.

What are the goals of personal selling?

Short-term: make a sale; long-term: build relationships.

When is personal selling especially important?

For expensive, complex products or in countries with advertising restrictions.

What are common challenges in global personal selling?

Political risk, regulations, currency changes, and lack of market knowledge.

Why was the strategic selling model developed?

Due to competition, complex products, and focus on customer relationships.

What is the personal selling philosophy?

Acting as a problem solver and focusing on customer needs.

What is a relationship strategy?

A plan to build and maintain strong customer relationships.

What is a product strategy?

Selecting and positioning products to meet customer needs.

What is a customer strategy?

Ensuring responsiveness to customer needs.

What is a presentation strategy?

Planning how to present the product during a sales call.

What are the steps in the sales presentation plan?

Approach, presentation, demonstration, negotiation, close, and follow-up.

What are the types of sales force members?

Expatriates, host-country nationals, and third-country nationals.

What are alternative selling options?

Agents, licensing, contract manufacturing, and joint ventures.

What is direct marketing?

Communication designed to get a direct response (order, inquiry, or visit).

What are examples of direct marketing channels?

Direct mail, catalogs, infomercials, and online marketing.

What is one-to-one marketing?

Customizing products and communication for individual customers.

What are the steps in one-to-one marketing?

Identify, differentiate, interact, and customize.

Why is direct mail useful?

It helps build customer databases and track responses.

Why is sponsorship effective?

It increases visibility and connects brands with large audiences.

What is product placement?

Placing products in movies, TV shows, or entertainment content.

What is a limitation of product placement?

It cannot easily be adapted for different markets.

What major innovations contributed to the digital revolution?

The computer, transistor, silicon chip, Internet, and personal computers.

Why is the digital revolution important?

It transformed how people communicate, shop, and access information globally.

What key technologies helped create the World Wide Web?

URL, HTML, and HTTP.

Who is known as the father of the World Wide Web?

Tim Berners-Lee.

What happened in the first wave of the Internet?

Development of infrastructure like routers.

What happened in the second wave of the Internet?

Growth of platforms like search engines and social media.

What defines the third wave of the Internet?

Integration of the Internet into everyday life.

What organization manages Internet domain names?

ICANN

What is a major concern with Internet governance?

Privacy and control of user data.

What is GDPR?

A regulation in the EU that protects personal data and privacy.

What is convergence?

The merging of previously separate industries and technologies.

What is a value network?

A system that defines how a company creates value and profits.

What are sustaining technologies?

Innovations that improve existing products.

What are disruptive technologies?

Innovations that create new markets or change industries.

What is the innovator’s dilemma?

When companies focus too much on current customers and miss new innovations.

What is e-commerce?

Buying and selling goods/services online.

Which country is the largest e-commerce market?

China

What are the three types of e-commerce?

Business 2 Business (B2B), Business 2 Consumer (B2C), and Consumer 2 Consumer (C2C).

What are the three types of websites?

Promotion sites, content sites, and transaction sites.

What is a transaction site?

A site where products are sold online.

Why might some companies not sell online?

Cost, infrastructure issues, or product limitations.

What is the long tail?

Selling many niche products instead of just popular ones.

Why is the long tail important?

Online platforms make it profitable to sell less popular items.

What are key issues in website design?

Domain names, payment systems, localization, privacy, and distribution.

What is cybersquatting?

Registering domain names to profit from trademarks.

What is broadband?

High-speed Internet that carries multiple data types.

Why is broadband important?

It enables streaming and fast communication.